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LVMH 2021 . P e r f u m e s & C o s m e t i c s

HIGHLIGHTS 2021

Amid a limited recovery in international travel and the gradual reopening of points of sale, LVMH s major Maisons regained strong momentum, especially in the second half of the year. To preserve their exceptional image a key element of their lasting appeal the choice was made to keep their distribution highly selective, limit promotional offers and develop online sales through their own websites. Their performance was buoyed by their vibrant iconic lines, successful innovations and ability to craft high-quality, groundbreaking digital experiences. Parfums Christian Dior made a strong recovery, particularly in all its local markets especially Asia, the United States and the Middle East and consolidated its leading positions in Europe. Its performance in fragrances was driven by the success of its flagship lines: Sauvage, which became global leader in all categories; solid results were also turned in by J adore, Dior Homme and Miss Dior, which was boosted in September by a revisited scent profile and a new marketing campaign. The Collection Privée range, which distills the Maison s peerless expertise in high perfumery, was enriched with new scents. Francis

Kurkdjian was appointed as Creative Director of Fragrances, taking over from François Demachy, who had served as Dior s perfumer since 2006. Skincare was buoyed by the vibrant Prestige, Capture and L Or de Vie ranges, the culmination of the scientific and sensory expertise of LVMH s research and innovation center. The Dior Spa that opened at the Cheval Blanc hotel in Paris is the ultimate expression of Dior skincare and its beauty expertise. Makeup was boosted by the rollout of the refillable Rouge Dior lipstick and the launch of its transfer-proof liquid version, Forever Liquid. The acceleration in online sales continued via directly operated sites, spurred by digital campaigns that were among the most innovative run by fragrance and beauty brands. These initiatives complemented the Maison s store network by attracting a new clientele and showcasing the exceptional products and customer experience it offers. Parfums Christian Dior carried on its tradition of artistic partnerships, including the collaboration with India Mahdavi for J adore, and exhibitions showcasing its rich heritage and wealth of creativity. The Maison began sharing its values and initiatives